MARKETING REPORT December 2025
Index of Topics
The
Market Sales Report
Top 5 Models (YTD,
Top 5 Models (YTD, Premium)
Campaign Quick View
The Omoda and Jaecoo pre-order campaign adopted a digitally led approach, activating a mix of Facebook, Instagram, Google Search and Display, andYouTube Shorts to drive early interest and capture leads.This was reinforced by selective print placements in Jamaica’s leading newspapers, adding scale and credibility while maintaining a consistent brand presence across all touchpoints during the pre-order period.
Campaign Quick View PR
TheAudi FiSTFaST2025 Campaign was a comprehensive end-of-year marketing initiative launched in December 2025. Centered around the "Season ofAudi" theme, the campaign aimed to drive year-end sales through a blend of high-impact financial incentives, digital dominance, and local experiential events.
Two Jamaica Observer test drives by Rory Daley highlightedAudi’s blend of innovation and everyday usability.TheA6 Sportback e-tron impressed with refined electric performance and advanced technology, while the Q2 was praised for its compact versatility and confident handling.
Events Quick View
German Day (German Embassy |
Dec 4)
This placement was a strategic nod toAudi’s roots. By displaying theAudi Q7 at the Embassy, the brand reinforced its "German Excellence" identity, maintaining top-of-mind status among diplomats and high-ranking officials who value engineering heritage.
TruckYard Park (Dec 2)
Ahigh-energy community activation at Constant Spring Football Field featuring a charity football match with prominent Jamaican influencers, alongsideAudi vehicle displays and test drives.
Financial Wellness Day (Andrews Memorial Hospital
| Dec 4):
Displaying at a hospital alongside Scotiabank framedAudi not just as a luxury choice, but as a "financially sound" investment for healthcare professionals.The presence of the vehicle served as a visual motivator for staff exploring the 3.99% interest rate.
14th Latvian Independence Regatta
(Royal JamaicaYacht Club | Dec 7):
The RJYC setting provided a backdrop of "leisure and luxury." Displaying the vehicle at a regatta allowedAudi to connect with the yachting community—a demographic that values precision and high-end design.The "stability" messaging of the campaign resonated perfectly with the steady, reliable nature of the maritime environment.
Campaign Quick View
The year-end FistFast LightYour Journey promotion officially began for Porsche in late December.The campaign sought to increase sales of aged models through special limited-time pricing and an exclusive ATLAuto bank deal. While the digital campaigns have garnered decent traction, the campaign has not earned any leads.
Campaign Quick View
In the spirit of the giving season and the maximise sales opportunity, Porsche offered 15% off Porsche Lifestyle and CarAccessories for the month of December. Fans were encouraged to visit the showrooms to see our displays and make their purchases.The promotion was successful in acquiring several sales from the Sales and Service teams up to the end of the month.
Events Quick View
To bridge the disconnect between our brand and our customers following Hurricane Melissa, the Porsche Centre Kingston hosted a CustomerAppreciation Day.
On December 19, 2025, 25 customers and prospects of 2025 were invited to mingle with the PorscheTeam to thank them for their support throughout the year.
PAX: 25
Attendees: 13
Campaign Quick View
The Kia FiSTFaSTcampaign was delivered through a fully integrated, multi-channel approach designed to close out the year with strong sales performance while driving momentum into Q1.The campaign activated key digital platforms including social media, Google Search and Display,YouTube andYouTube Shorts, supported by a dedicated landing page and targeted e-blast communications to drive awareness, engagement, and qualified leads. Messaging was anchored in strong, finance-led offers and, in line with guidelines, overrode all existing promotional activity to ensure consistent, unified communication across channels, supporting a seamless journey from consideration to booking and conversion.
Campaign Quick View
The MG FiSTFaST2025 Campaign successfully solidified the MG HS as the "Value Leader" of the Jamaican SUV market. By aggressively pushing the $5.2M Concession Price across all digital and physical assets (banners, social media, and event displays), the campaign effectively targeted high-value prospects in the public sector and civil service.
AJamaica Observer test drive of the MG HS highlighted its strong value proposition, combining modern styling, a well-equipped interior, and competitive pricing.The SUV was praised for its comfortable ride, intuitive technology, and practical everyday performance. Overall, the HS was positioned as a compelling option in the compact SUV segment for value-conscious buyers.
Campaign Quick View
The Honda FiSTFaSTcampaign was executed using a fully integrated, multi-channel approach aimed at closing out the year strongly while driving early Q1 sales momentum.The campaign leveraged key digital touchpoints including social media, Google Search and Display,YouTube andYouTube Shorts, supported by a dedicated landing page and targeted e-blast communications to drive awareness, engagement, and qualified lead generation.
Campaign messaging was anchored in compelling finance-led offers, ensuring clear and unified communication across all channels.As withTBS, FiSTFaSToverrode any existing promotional messaging to maintain consistency across the group, supporting a seamless customer journey from consideration through to booking and conversion.
Campaign Quick View
The BYD FistFast Campaign is designed to accelerate purchase intent by spotlighting limited-time bank finance deals across all BYD models.This breakout focuses specifically on communicating compelling, banking offers to drive immediate action across digital channels.The campaign leverages urgency, simplicity and value to position BYD as the most accessible EV brand in the market right now.
Campaign Quick View
This campaign is strategically designed to build awareness and excitement around theTunland V9, while clearly showcasing its standout features, competitive pricing, and key selling points to drive lead generation and meaningful customer engagement. the campaign is being supported by a comprehensive multi-channel approach, including:Adedicated landing page, social media, youtube, digital display, google search ads and print.
Campaign Quick View
This campaign aims to drive awareness, lead generation, and most importantly sales; by highlighting the comfort and passenger capability of the CS2, alongside the cargo capacity and reliability of the C2. the campaign is being supported by a comprehensive multi-channel approach, including:Adedicated landing page, social media, youtube, digital display, and google search ads.
Campaign Quick View
BMW ran individual model campaigns for the last month of the year, including the BMW X1 Continuity Campaign. The campaign ran from November 30 to December 30 and focused on increasing awareness and interest in slow-moving X1 stock.
This was mainly a digital campaign, using paid ads and targeted marketing to keep consistent interest throughout the period.Traditional print media was also used.
BMW Jamaica was featured in the Jamaica Observer Auto section, highlighting LUMINOUS, the brand’s Christmas Party, in December 2025. The article focused on customer appreciation, premium brand experience, and the showcase of BMW models including the X4 and X3.
The feature reinforced BMW Jamaica’s commitment to strengthening customer relationships and sustaining brand loyalty in Jamaica’s premium automotive segment.
Campaign Quick View
Also included in the end-of-year campaigns was the BMW X2 Continuity Campaign. Running from November 30 to December 25, the campaign focused on increasing awareness and test drives numbers for slow-moving X2 stock.
This was a digital-focused campaign, utilizing the following channels:
● Social media (IG & FB)
● Youtube Shorts
● Digital Display & SEM
Events Quick View
Event Name: LUMINOUS - BMW Christmas Party
We hosted a customer retention event on December 20 at the Bridget Sandals Showroom in Kingston. Similar to a Corporate Christmas party, the objective was to show appreciation to new customers for joining the BMW family, while also thanking long-standing customers for their continued loyalty to the brand. Following Hurricane Melissa, the event also served as a gesture of support, acknowledging customers who chose BMW during a challenging period.
The invite list included customers with vehicles three years and under, ready to buy prospects and media.
Campaign Quick View
As part ofATL’s End ofYear Sale, Light Your Journey, MINI ran its own campaign under the them ‘No Brakes, Just Deals’, following Hurricane Melissa.The aim of this campaign was to drive awareness and interest in our remaining 2025 stock.
The campaign ran from November to December 30, using both traditional and digital media, and featured the full MINI lineup, with benefits from CIBC as the partnering bank.
Campaign Quick View
MINI’s Test Drive Saturdays Campaign resumed in November to increase the foot traffic in our showroom on Saturdays.The campaign featured a Countryman breakout (our hero model) and an EV breakout showcasing all electric models in stock. It ran exclusively on social media and on a digital billboard by Chilitos Jamaica.
Data for each breakout can be found below:
Events Quick View
Event Name: MINI Drive & Smile
Curated by MINI Mexico, Drive and Smile was a test drive event designed to boost test drives and sales for slow-moving stock. We hosted a larger test drive day back in July,, this execution was a bit smaller.
The event doubled as a customer retention activity, featuring Bad Dawg on-site, gift certificates, Rubis Jamaica, Jamaica Observer and a Zip outside broadcast to drive traffic to the showroom.The crowd favorite was the long-awaited JCW Countryman on our demo line.
The team generated 140 leads and 24 test drives from the event.
Campaign Quick View
TheATLApproved social media channels and website are periodically updated to support business needs by promoting current stock availability and special units.
For Enterprise,Alamo, and National, our approach centred on sustaining brand visibility through a steady cadence of audience-first social content. By combining timely narratives, locally resonant visuals, and clear value-led messaging, we reinforced each brand’s distinct positioning and kept them front of mind within Jamaica’s dynamic mobility market.
Campaign Quick View PR
● Enterprise Holdings Inc. announced a donation of USD250,000 to theAmerican Red Cross to aid relief and recovery efforts following Hurricane Melissa.
● The release was published on OUR Today; Sunday, November 16, 2025, and underscores the organisation’s ongoing commitment to resilience, partnership, and meaningful support across Jamaica and the wider Caribbean.
AUDIENCE BREAKDOWN
MbM COMPARATIVE REVIEW
AUDIENCE BREAKDOWN
MbM COMPARATIVE REVIEW
Appendix
Month in View
● Total Leads - leads recorded across the entire group. (CRM, Meta Instant Forms, etc.)
● Unique Web Visitors - web visitors to theATLAmain site, and all campaign related landing pages across the group. (Including Porsche, BMW and MINI)
● Test Drives - all test drives undertaken across the group.
● Cost Per Unit Sold - all units sold vs marketing spend across the group.
Group CRM Results
● Calls
● Test Drives
● CIT Now
● Active Customers
Market Summary
● LeadingAuto Dealer - Dealer with most sold units across all segments for the month. Source:ADAreport.
● LeadingAuto Brand - Brands with most sold units across all segments for the month. Source:ADAreport.
Group Social Media Growth Results
● Facebook, Instagram. Twitter/X,YouTube - Percentage of follower growth across listed platforms on theATL Automotive group pages.
Campaign of the Month (Also applicable to Brand - Campaign Quick View slides)
The top campaign across the group based on listed KPI’s, on-the-ground impact, and PR coverage.
● Total Leads - leads recorded for the listed brand, under the specific campaign being reported on.
● LPClicks - clicks to the landing page made for the specific campaign being reported on.
● Social Impressions - social media impressions recorded for the listed brand, under the specific campaign being reported on.
● Digital Impressions - impressions gained from digital and SEM ads for the listed brand, under the specific campaign being reported on.
● Reactions - Social media reactions recorded for the listed brand, under the specific campaign being reported on. (Meta and Instagram only.)
● Video Views - video views acrossYouTube, Meta and Instagram for the listed brand, under the specific campaign being reported on.
● Email Open Rate - should this apply, it reflects the recorded email open rate for the listed brand, under the specific campaign being reported on.
NB. Campaign media will vary - pay close attention to medium applied in qualitative data. This will cause KPI’s to fluctuate. Eg. Campaign A utilizing YouTube Ads & Instagram reels will garner more views than Campaign B that only uses Instagram reels.
Brand - CRM Results
● Total Leads -All leads accumulated for the listed brand brand across all campaigns run for the month.
● Calls - all calls made by Sales Executives across the month.
● Test Drives - all test drives facilitated by Sales Executives across the month.
● CIT Now - all CITNow videos made by Sales Executives across the month.
● Active Customers - all active customers in the CRM to date under the listed brand.
Brand - Social Media Growth Results
● Facebook, Instagram. Twitter/X,YouTube - Percentage of follower growth across applicable platforms per brand.
Thank you.